The Minnesota Higher Education Facilities Authority (the Authority) had a very fun problem to solve recently. 2021 is their 50th Anniversary and they sought a logo to celebrate the milestone and exemplify their commitment to their clients. Naturally, we jumped at the opportunity to broaden their branding with a celebratory logo. How was the logo selected? Good question! Let’s walk through the logo concept process.
First, a bit about the Authority; it was formed in 1971 by the Minnesota Legislature to assist eligible Minnesota-based higher education organizations finance or refinance their capital projects. The Authority issues bonds or notes, and the proceeds are loaned to a borrowing school.
For this particular project, we presented four concepts based on various themes associated with the Authority.
Maze
Navigating the financial aspect of building projects can be a significant burden on institutions, and raising funds and complying with regulations can be a trying experience, akin to walking through a maze.
This option created a maze out of the number 50. The numbers form a singular, cohesive unit, implying the interconnected nature of the Authority’s work with their clients—and shows the loan process can be solved, thanks to the Authority.
Bonded
The Authority isn’t simply an organization that issues bonds or notes. They become partners with client institutions to provide service beyond better interest rates or good customer service. They build personal relationships that turn what could be a painful process into a delightful one.
This choice used one single, connected stroke to play off the connection the Authority forms with their clients. The bond is further signified by the blending of the two colors used.
Percentage
When it comes to their financials, colleges and universities must be efficient. State-of-the-art facilities can help schools stand out, but attaining those facilities can be a daunting process due to the costs involved. Financially, it makes sense to work with the Authority because of their low interest rates and tax-free debt.
To focus on the financial aspect of the Authority, a percentage symbol was leveraged using portions of the number 50 to bring to mind low-interest rates uniquely. This option is clean, efficient and straightforward—just like the services the Authority provides.
Minnesota
Who doesn’t love a little state pride? As a Minnesota organization working exclusively with Minnesota schools, the Authority moves our state forward, keeps it competitive and makes it a great place to live and work.
This logo uses the curves of the numbers 5 and 0 to nestle them inside a border forming the Minnesota state shape—complete with the nub up top (shout out to Angle Township!). 50 Years is integrated into the negative space to clarify the experience and trust earned.
As you can see from the concept summaries, a lot of nuanced thought goes into each design. It starts by understanding the organization and its goals and works its way through a strategic marketing and design process to create a logo that genuinely fits the organization.
So, what did the Authority choose for their 50th Anniversary logo? They chose the “bonded” logo because they represent more than just financing—it’s a partnership with clients. The Authority also noted how the flow of the bonded logo felt like a part of their business logo. The selected logo was also applied to business cards and web pages to incorporate the 50th Anniversary into the Authority’s business activities.